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Effective marketers realize their goal is to both understand and influence human behavior in order to achieve business objectives.  There
are many ways to influence human behavior. For the purposes of a launch, I want to concentrate on just three for now:
1.  Social Proof
2.  Proof
3.  Stories

Old Launch Rules
• Nobody saw the actual product or received details until launch day,
when executives popped out like a Jack-in-the-box with it on stage
• You had to embargo journalists and analysts; and put customers under
NDA to discuss the upcoming product
• The only thing anyone knew about the product is what the company told
you about it, since it’s kept under lock and key until launch day arrives